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Since word of mouth can be one of the best ways to attract new customers, online reviews can make a big difference to any small business. The internet offers customers a variety of ways to provide reviews- , Facebook, and City Search are just a few of the ways customers can leave feedback. Of course, social media is another way that customers create buzz about your products and services.

Customer complaints that are worded politely may actually increase the likelihood that a customer will purchase from your business, according to a new research study in the Journal of Consumer Research. It's the first study to examine how "politeness" in a negative review affects consumer opinions.

Researchers examined the impact that phrases like, "I don't want to be mean, but..." and, "I'll be honest..." had on the reader's perception of a product. Any time reviewers used warnings to soften bad news or negative information, the negative review didn't harm sales.

In fact, the study found that polite but negative reviews could improve the way a customer views your products and services. When research participants saw a review of a wrist watch that read, "I don't want to be mean, but the band pinches a bit," they were willing to pay up to $136 for the watch. When the polite part of the review was removed, participants said they'd only pay $95 for the same watch. Participants even named a brand more honest, down-to-earth, cheerful, and wholesome when there was a polite customer complaint, compared to no complaint at all.

So how can this information be helpful to business owners? The key may be to increase the chances that your reviewers will maintain a respectful tone, even if they are leaving a negative review. Here are some strategies to may be able to increase the likelihood that your reviewers will behave politely:

1. Don't live in fear of negative reviews. Be willing to allow customers to leave reviews on your website and on your social media accounts. Don't delete reviews because they're negative. Instead, keep in mind that a few negative reviews can make your business look better in the long run.

2. Respond to reviews in a proactive and polite manner. Always keep a polite and respectful tone when responding to reviews. Engage with customers diplomatically and try to resolve issues whenever you can. Respond publicly when possible to show everyone that you strive to keep your customers satisfied. Future reviewers may be more likely to behave politely when they're assured that you read and respond to reviews.

3. Humanize your brand. Connect with customers social media and don't be afraid to show that you are a human being, not just a faceless business. Show pictures of the office staff or give people behind-the-scenes insight into what it's like to work for your company. When people are reminded that they're dealing with respectful human beings, they may be more likely to leave polite feedback, even when it's a negative review.